There are a few things you can do to create a strong speech for a client. In this article, we will look at several ways you can optimize your speech to leave a better impression.
In this article, we will look at:
- The different steps to drafting a client speech/pitch.
- How to structure a pitch.
- Preparing for objections.
- How to structure your pitch.
The steps to drafting a client speech
- Understand what they want
The most important thing you can do is to understand what your client wants and make sure you can fulfill those needs. Make sure you know who your competitors are and why you can better meet the needs of the client rather than your competitors. Highlight your best features but do not say negative things about your competition.
In addition, do not be afraid to ask clarifying questions to ensure you fully understand what they are doing, want, and need. In addition, research their industry to find common problems and think about how your service or product can help. Remember that you want to find out what this client’s specific business needs are and what they will gain by working with you.
- Know what not to say
Not only do you want to prepare for what to say, but you also what to make sure you know what not to say. You must be prepared for difficult questions that might expose gaps in your experience or abilities. Clients want to see if you can deliver everything and recover well if something goes wrong.
- Be prepared for the anticipated questions
Likewise, you want to be prepared for obvious and typical questions that are prone to come up. In addition, the best cure for nervousness, which is completely normal, is preparation. Thus make sure you rehearse your speech and prepare the right answers. It is also completely okay to say that you don’t know something if you don’t, or that you will get back to them to check something first. In fact, this enables you to build trust.
- Remember you have value to give them
Remember that it is all about whether you’re a good fit for this particular client. If they don’t want your product or service, it’s good that you discovered that as soon as possible. Rejection is protection and redirection, so you can now focus on the people who do want your product or service.
- Focus on each client’s unique issue
Make your potential clients feel seen and heard by preparing for their unique issues. My potential clients want to know that you have the experience to understand their issues and that you can help them. Prepare by pulling together potential issues that may come up and a potential action plan on how to handle those issues.
- Focus on building relationships
Learn about your clients. What are their interests? Do you have something in common with them to be able to use as a connection? Always spend the first 10 minutes building a relationship and getting to know them rather than trying to sell and close a deal. Rather than thinking about the speech and how to sell, focus on how you can build a stronger relationship with your potential client. So take your time in this stage and do your research.
- Remember that people buy from people
People focus so much on business, speeches, and research of it all, which of course, is important, but remember that people buy from people. Thus, take time to find out more about the client’s personality and culture.
- Tailor the speech to the client
You need to make sure that the messaging and the speech are focused on the specific client. Thus, alter your speech to meet the client’s needs and problems – making the speech about the client. They only care about what you can do for them, not about your accomplishments.
Here are some things you can do to tailor the speech to the client:
- Research them online. Study the company’s website, social media, and even the client’s personal LinkedIn profile.
- Ask them some questions before the pitch. Before writing a speech you want to find out what the client’s needs and weaknesses are.
- Mirror the client’s own words. Every company has its jargon and set of ‘sayings’. Start Integrating them into your pitch. This will make the speech more relatable, in addition to showing the client that you have tailored the pitch to them.
- Show empathy. Relating to the client’s problems and showing empathy with them will help you position yourself as a solution and increase your chance of pitching successfully.
- Practicing the speech before speaking with them
It is normal to get nervous about meetings, so make sure that you know what you are talking about. This will reduce your levels of stress and anxiety. Here are some simple tips to think about beforehand:
How to draft a speech for a client
- Avoid caffeine, as it can leave you feeling anxious, nervous, and shaky.
- Find and practice some mindfulness exercises, such as breathing exercises to help you feel more grounded.
- Listen to music or a good podcast before the pitch.
- Make sure they are actually your clients
Many businesses are often so eager to get a new client that they can easily oversell their service in an attempt to close as many deals and get new business. However, understand who your ideal customer is through market research and building a buyer persona.
A common challenge that may occur during your speeches and pitches is where the solution is challenged. The client may want more answers to problems they see, and you need to be ready to answer these questions quickly and effectively. Failing to do so will make you seem unreliable and underprepared.
Whilst you want to focus on the highlights of the pitch, it’s good to pick it apart and challenge it so that you can identify any weaknesses. You may want to identify at least five of the most common or likely, reasons as to why someone might object to your product/service so that you can prepare answers to these and rehearse them before the actual speech.
The most common sales objections are BANT: Budget, Authority, Need, and Time.
Give the presentation structure
An effective speech has good structure and makes it easy to follow.
A common structure is:
- The client’s problem.
- The solution to the problem.
- Coming up with a plan and agreeing to the next steps with the client.
- Keep the pitch short, but include everything that’s needed.
Whatever structure you decide to follow, just make sure that it’s simple for the client to follow along, as it increases the chances of them understanding your pitch and thus getting sold.
You want to open the pitch with good energy and a strong posture. This helps you feel more confident and secure in yourself, as well as opens up your diaphragm to help you speak more clearly and loudly.
First impressions matter and have an impact on your sales pitch. So practice maintaining eye contact with everyone for a few seconds, keeping your shoulders open so that you seem
friendly and approachable. In addition, if you’re nervous, you may automatically speed up your pitch. This is where breathwork comes in. If you notice yourself doing this, take a few breaths and then continue at a slower rate.
And there you have it. The main takeaway is to be prepared. You can become prepared by doing research, structuring the pitch in a way that makes the speech flow, and for you to practice mindfulness and calming your nerves before the speech – so you can ooze confidence and know the answer to potential questions and objections. Most of all, remember to have fun, keep your posture straight, and keep your body open, so you feel appreciable and professional.